SOCIALMEDIA.ORG/SUMMIT2014ORLANDOOCTOBER 27–29, 2014

Five steps to successfullytelling your social media story

BRIAN MACDONALDHEWLETT-PACKARD

© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

Five steps to successfully telling your social media story Brian MacDonald Senior Digital Marketing Manager, HP Software Global Marketing October 27, 2014

© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 2

Everyone loves a great story

Storytelling

Once upon a time… A long time ago in a galaxy far, far away….

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My Social Media Story

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5 steps

Storytelling

Step 1 Genre

Step 2 Research

Step 3 Write

Step 4 Edit

Step 5 Publish

© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 5

Determine your target audience

Step 1 - Genre

1. Who is your audience? 2. What are their business

objectives? 3. How social savvy are they?

Step 1 Genre

Step 2 Research

Step 3 Write

Step 4 Edit

Step 5 Publish

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Executive scorecard KPIs and targets aligned to priorities

Victory plan KPIs

Develop Generated &

influenced pipeline

Contribution to closed/ won revenue

Pipeline ROI per $ spent

Contribution to pipeline services

Pipeline value of leads passed to or shared with partners

Net new logos from Mktg

Monetize whitespace

Spend vs. budget

People-to-program ratio

% program spend focused on demand

Contact database hygiene

initiatives

Net new customer references / wins

Digital contribution to pipeline

Digital total owned base; improve Downloads

Digital share of voice growth

Conversion rates from digital marketing inquiries to qualified leads

Win Execute Delight Innovate

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Study the numbers and determine your insights

Step 2 - Research

1. Cast a wide data net 2. Develop insights 3. Do your insights align with business objectives?

Engagement Series 1 Series 2

0

5

10

Category 1 Category 2 Category 3 Category 4

Traffic Metrics

Series 1 Series 2 Series 3

Sales

1st Qtr 2nd Qtr 3rd Qtr 4th Qtr

Step 1 Genre

Step 2 Research

Step 3 Write

Step 4 Edit

Step 5 Publish

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Bring it all together

Step 3 - Write

1. Know the end game before you start 2. Build a story board 3. Drill down based on your audience

Step 1 Genre

Step 2 Research

Step 3 Write

Step 4 Edit

Step 5 Publish

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Version 1

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Ask your editor

Step 4 – Feedback

1. Ask for specific feedback

2. Own your story 3. Rehearsal

Step 1 Genre

Step 2 Research

Step 3 Write

Step 4 Feedback

Step 5 Publish

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Time to go on tour

Step 5 - Publish

1. Anticipate your audience’s questions

2. Engage your audience 3. The End

(but get ideas for the sequel)

Step 1 Genre

Step 2 Research

Step 3 Write

Step 4 Feedback

Step 5 Publish

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X Accepted solutions

IT Experts Community A technical network for IT Practitioners

X Monthly unique visitors

What is the IT Experts Community?

How did this benefit our business?

X Blog Posts

X Online Forums

X Blog page

views

X Likes

X

Downloads X

X RSS feed views

$X pipeline

The overall number of posts, across all types of discussions: forums, blogs,

X Online

Expert Days

Total community posts

X Software page

views

X responses

X MQLs X

SALs

X%

X%

X Clicks X%

X Chapter Events

X Web

Events

What are the results?

X Email Blasts

X email subscribers

X% click-through rate

X% open rate

Blogging

Forums

Newsletter X

email recipients

X click-through rate X open rate

X Unique Visitors

X Email Blasts

User Group

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Top blogs

Security 42%

ADM 24% ITOM 21% SPM 9% Big Data 4%

Highest viewed blog post

Hacking POS Terminal for Fun and Non-Profit

Download HP LoadRunner and enhance your experience with the tips below

HP Helion is here with $1 Billion Investment

Introducing HP Service Manager 9.20

Data Protection: What’s new in Data Protector 8.1 –

Highest viewed blog post

1. Hacking POS Terminal for Fun and Non-Profit

2. ZDI-14-173/CVE-2014-0195 - OpenSSL DTLS Fragment Out-of-Bounds Write: Breaking up is hard to do

3. Protect your Struts1 applications

1. FAST mobile apps develop and deliver faster

2. Async. Communications: The WebSocket protocol made easy in LoadRunner 12.00

3. LoadRunner licenses now available on Pronq.com –

1. HP Helion is here with $1 Billion Investment

2. HP Helion Week in Review: July 5 - July 11

3. HP Helion Series: A Portfolio Not a Solution

1. HP Service Manager 9.34 - 5 reasons to take a closer look

2. Great user experience is (everything but) magic.

3. What does it take to create an outstanding UX?

4. Introducing HP Propel on-premise: give your users a shortcut to information, decisions and actions

1. Analytics for Human Information: HP IDOL 10.6 just released: a story of something bigger –

2. Information Governance: The Trend Continues x2 - Leadership in eDiscovery and Archiving Portfolio –

3. Information Governance: HP Named a Leader in Structured Data Archiving and Application Retirement

Most engaged blog post

Protect your Struts1 applications – 37 comments, 0 kudos

Yo and the art of Application Lifecycle Management – 2 comments, 13 kudos

Three faces of SiteScope monitors in the Wild West – 3 comments, 6 kudos

Great user experience is (everything but) magic. What does it take to create an outstanding UX? - 17 comments, 7 kudos

Information Governance: HP Named a Leader in Structured Data Archiving and Application Retirement – 1 comment, 1 kudos

Top blogs in by page views

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What’s trending in the community

Online Expert Day

NNMi

ALM Robot

Oracle Web App

HTML Doc

Affected service and CI

Hot Topics in the Forums Hot Topics in the Blogs

DP 7.00 Backup

DP 8.12 patch

bundle feedback

Determined by the most viewed blog posts from each of top 5 blogs on the community

KEY: Security Research Blog; Grounded in the Cloud Blog; LoadRunner and Performance Center Blog; Security Products Blog; BSM Blog

Determined by the most viewed forum posts from each pillar

KEY: Represented in multiple pilars; BSM; ALM; SPM; Big Data

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What worked well, what didn’t?

What worked well? • Higher activity drives more views and

engagement • Proactively reach out to external

communities to drive traffic to blog posts • Blog on current events and trends that

are relatable and timely

Things to think about None of the top blogs are campaigns related. How do we make those posts more interesting and timely to the community? New and original research performs well across the community, where are opportunities to create more? • Webinars • Forums • Vivit

Optimizing success and scaling best practices

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Summary Select Your Genre (Audience)

Step 1 Genre

Step 2 Research

Step 3 Write

Step 4 Edit

Step 5 Publish

Do Your Research (Metrics)

Write Your Story (Insights)

Get Feedback (Edit)

Publish Your Story (Tour)

© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

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